TOURISM
DATA COLLECTION
Data collection
•
Situational analyses – to perform situational analysis
should be carried out marketing research to obtain
quantitative / statistical and qualitative information from
the following sources :
–
–
–
Primary information from survey research on consumer
behavior, motivation, satisfaction, studies of geographic
segments, examining the image and destination brand
perception, research needs, desires, attitudes and
preferences of the client
Primary information from workers in the tourism industry
who are in constant contact with the target groups
Forecasts trends and research in other areas (eg
economic or socio-economic)
Marketing research

Continuous process specification, collection, analysis and
interpretation of data about the environment in which the
entity is located, to better understand the environment and
further development entity (Aaker and Day, 1991)


Market analysis - collecting and evaluating information from
the macro-environment (demographic, economic,
technological, political-legal, socio-cultural analysis of the
market), the task environment (competition analysis, product
and price, the market portfolio, colleagues and organizations)
and the environment of their own, research needs, desires,
attitudes and preferences of the client
Analysis of the market portfolio, market research focusing on
consumer behavior
Methods of data collection
•
•
•
•
Observation (eg testing of the design marks)
Collection of primary data - such as individual
interviews, questionnaires, surveys (oral, telephone,
etc.) - the aim is to obtain usable data for qualitative
and quantitative research
Collection of secondary data - a new interpretation of
the data (existing statistical data)
Importance of the Internet - statistics / web analytics
(can be sorted as needed)
Trends – another sources to realise situational
analyses
•
Supply trends

Competitive environment - competitive destination /
discovering "new destinations“, increase loyalty to the
destination (product), price competition, focus on the"
Packages "

Social environment - weekends and short holidays,
customer environment - providing benefits to clients, new
products respecting new interests

Technical and technological environment - booking via the
internet, technical progress in transport segments,
economic environment - the pressure on the price of
providers and service intermediaries

Ecological environment - demand for organic products and
destinations, products focused on healthy lifestyles
•
Demand trends





demographic environment - shifts in the age structure of
customers, changes in household structures
social environment - changing cultural habits and lifestyle, an
emphasis on quality (environment, communication, social
relationships)
customer environment - increasing client education and
experience to travel, increase mobility, special interests, the
growth segment of the city (cultural) tourism, active tourism
and business, increase in individual ways, the growth of
frequency of the trips during the year, decreasing the
average length of stay,
technical and technological environment - low cost airlines,
ground transportation, increasing the number of bookings at
the last moment, the development of the Internet saving the
client time and money
economic environment - quality / price ratio, increasing the
demand in some developing countries
ecological environment - emphasis on "clean" products,
increasing the responsibility of the tourism participants to
physical and socio-cultural environment
•
Supply analyses

Socio-cultural and physical (natural resources)

Material-technical base - accommodation (number of
facilities, capacity, usability), dining facilities, MICE
services intermediaries (tour operators - number, bid),
guide services cultural and socio-entertainment
facilities, tourism organizations

Accessibility
• Demand analyses

Statistics of the collective accommodation establishments

Domestic and foreign demand - by selecting the type of
accomodation, the average expenditure / expense, method of
transportation, motivation to participate in tourism, travel
organization, source of information about the destination
Analysis of competition / competitiveness

Determination of the characteristics and size of competitors
(strengths and weaknesses, marketing strategies, identifying
competitors' products - such as method of benchmarking comparisons with the best - evaluating the effectiveness of
resource destination in providing quality and value for the
client - may be subject to evaluation services, products,
service providers etc.)

Demand conditions (size, distance and nature of the source
market) - for accurate determination of direct and indirect
competition is necessary to survey and monitor the demand
in each geographic segment

Nature of the product and price
related and supporting industries

Combination strategies with an emphasis on image
SWOT analyses
–
Purpose of this method lies in the classification and evaluation of
individual factors, which are divided by 4 basic groups
internal / internal: strengths, weaknesses
external / external conditions: Opportunities, Threats
–
By analyzing the interaction of factors, strengths and
weaknesses on one side to the opportunities and dangers on the
other hand, can gain new qualitative information to characterize
and evaluate the level of their mutual conflict or contrast of
mutual support
–
Success = maximizing strengths and minimizing weaknesses
opportunities and threats